Toyo is launching a new national promotion consisting of a comprehensive marketing and advertising campaign designed to increase brand awareness while educating consumers about the company’s full line of products.
Running through June, the initiative includes television and print advertising along with point-of-purchase kits for the nationwide independent dealer network.
A new 30-second television spot, entitled “People Who Know,” features a Toyo dealer explaining that the company’s tire line “offers it all” -- quality, value, style and performance --without the need for consumers to “spend it all.”
The commercial also touts Toyo having been voted the No. 1 overall tire brand for seven of the last nine years in surveys of independent tire dealers.
Running nationally, the spot will air on programs such as the nationwide NASCAR Series airing on ABC and ESPN2, NHL Playoffs and Stanley Cup on NBC, “Pinks” programming on the Speed Channel, “Modern Marvels” on the History Channel and “American Chopper” on The Learning Channel (TLC). The commercial can be viewed online at http://toyotires.com/about-us/tv-commercials.
New print ads have also been created by Marshall Advertising & Design in Costa Mesa, Calif. The concept places the focus on the tire tread directly in the middle of the ad. The tone is aggressive, communicated by the stance of the vehicle and the headline, and moody, with a darker look and clouds in the sky. The vehicle and tire are selected for each ad based on the target publication and audience.
The new print ads will run throughout the year in mainstream publications such as Motor Trend, Car & Driver, Road and Track, and Automobile. The print advertising plan also includes niche publications to support the performance, tuner, hot rod, drag, and light truck markets; running in Truckin’, Dirt Sports, Car Craft, Hot Rod, Modified, and D Sport among other publications.
The new dealer point-of-purchase kit is entitled, “Natural Selection.” Loosely based on the Darwinian theme of “only the fittest survive,” three tire categories are referenced: Light truck, high performance and luxury touring. Components include tread talkers (graphic wraps for stacks of tires), tire centers, a large “Natural Selection” banner and a poster. As with previous Toyo POP promotions, independent dealers can submit a photo of their store display to enter a contest to win prizes such as a mini HD video camera.
For more information, visit www.toyotires.com.
